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Mobile Marketing: Make it Personal

Hipcricket’s 2014 online survey, Consumer Attitudes on Mobile Marketing, was conducted in April 2014 and targeted 1,202 adults in the US. The survey found that Marketers are already adopting mobile and consumers are responding. Two-thirds of respondents said they’d received a text message from a brand in the last 6 months and almost half of consumers found the text message useful.

However, marketers miss the mark when it comes to sending relevant, personalized messages, which frustrates consumers:

  • 52% said the message felt intrusive or spammy.
  • 46% said the message wasn’t relevant to their interests.
  • 33% said the message didn’t offer any value.
  • 41% said they would share more information with brands if incented with relevant offers or coupons.

There is tremendous room for growth for brands to establish a meaningful and lasting connection with their customers. This research indicates that consumers are actively engaging brands via mobile marketing, which is encouraging. But, brands must deliver relevant and personalized campaigns or they will miss out on a growing share of the market. Doug Stovall, Hipcricket COO

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Douglas Karr

Douglas Karr is a fractional Chief Marketing Officer specializing in SaaS and AI companies, where he helps scale marketing operations, drive demand generation, and implement AI-powered strategies. He is the founder and publisher of Martech Zone, a leading publication in marketing technology, and a trusted advisor to startups and enterprises alike. With a track record spanning more than $5 billion in MarTech acquisitions and investments, Douglas has led go-to-market strategy, brand positioning, and digital transformation initiatives for companies ranging from early-stage startups to global tech leaders like Dell, GoDaddy, Salesforce, Oracle, and Adobe. A published author of Corporate Blogging for Dummies and contributor to The Better Business Book, Douglas is also a recognized speaker, curriculum developer, and Forbes contributor. A U.S. Navy veteran, he combines strategic leadership with hands-on execution to help organizations achieve measurable growth.

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